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He put together a huge marketing campaign, which included ads in many magazines and television commercials on target networks. This campaign used the slogan, "Bigger, Badder, Better," and many controversial ads came out of this. Kent wanted all of the marketing, packaging, and PR to have a unified message. So the game packaging was changed from the Japanese packaging to the US packaging.
GS: The dog tags? In the US, the pit bull was the NeoGeo seal of quality. CO: Yeah. After the SNK merge was announced internally, Kent Russell knew that the marketing strategy would change and that he would not be able to control the fate of the NeoGeo home system. He packed up and left for Sega. Once Kent left, SNK stopped changing the packaging and brochures for the US releases. Basically, "The Future is Now" was a slogan from SNK Japan's marketing division and was used even before it showed up on the US NeoGeo products. GS: How did you feel about taking such a visible role in the company's marketing of the NeoGeo? Did you ever make public appearances as the Game Lord? CO: Kent Russell wanted me to have a bigger, badder, better name than just Game Counselor.